iPhone sales fall as their actions and analysts insist that this is a backward company, but since the current CEO happened to Steve Jobs his income tripled and more than 1 billion people now use their products
Traditionally Apple executives give interviews when the company wants to promote a new product. Steve Jobs only cooperated with magazines that promised photograph next to one of the devices of the company. But there are changes in Apple and not only in the communications department. The company has embarked on a mission to improve its four operating systems (for Apple TV, iPhone, Mac and clock) and services like Apple Pay and Apple Music. It has redesigned the distribution of its retail stores and its App Store online . It is making radical changes in failed bids, including Maps, Siri and watch. And almost certainly explores the possibility of manufacturing a car. These moves are the building blocks of the newest iteration of Apple.
The future of Apple can get to be very different from its past, although its top executives are careful to avoid suggesting that the company is going beyond the vision of its founder, that is exactly what is happening on the campus of the company in Cupertino. It is a subtle, evolutionary change. The company’s CEO, Tim Cook, Apple is pushing a future that is bigger and broader than anything that Jobs could realize in his life too short. “I want Apple to be here forever,” says Cook.
Those who believe that the latest bad news for the first time in 13 years Apple’s revenue fell 13% in the last quarter- have finished with Cook and his team probably will not understand the scope of the ambitions of the company. Although Amazon, Facebook and Google are those that speak louder about their bold ideas, Apple may very well turn out to have the biggest role in the effective definition of our technological future.
“Do you have more faults before? “
” If I personally have more flaws than before? “Tim Cook laughs when responding to a bad question. “I’ve always had faults. Always!”
Cook is kept upright and when her laughter just answered the question failed. “Is Apple making more mistakes than we used to commit? I do not follow that question,” said Cook, who, despite having a charge that has become an increasing challenge in his five years as CEO, there seems to be aged at all. His company lost US $ 180,000 million in market value (which Apple has done in the last 17 months) should manifest itself in some way, but he remains in good condition, the lively eyes, his humor intact. “We never said that we are perfect,” he continues. “I just said we seek to be. But sometimes we fall short.”
By the way, the iPod, the iPhone and iPad-and financial success that engendraron- obscured the fact that so many failures led Jobs as successes in the resurgence of Apple: the mouse Circular almost unusable that came with the first iMac in 1997; the “cube” of PowerMac G4, which was discontinued a year later; Rokr, a music phone that Apple launched with Motorola in 2005; social network recommendations iTunes Ping, and many more.
“The most important thing is whether one has the courage to admit he was wrong and if one changes,” says Cook. “The most important thing for me as CEO, is whether we still have that courage.”
Critics who despise Apple Cook for their imperfections also challenge the company to come behind in whatever the technology of the moment. This is nothing new. “What tends to happen with Apple, not only today but in the 18 years I’ve been with the company Cook- says, is that invariably some people compare what we are doing with a vision or a product that someone says that beget the future . “
in its 40 years of existence, Apple has been considered backward in music, video, Internet, telephone, wireless, content creation, networking, semiconductors, touchscreens, messaging, news, social networks , voice recognition and maps. Yet the company has survived doing a never equaled to integrate the most important of these technologies into products that eventually will delight many customers work. When Jobs died, the innovation process-the way Apple does work to create, acquire, improve and integrate technology- had afiatado and tested. You could say that is the greatest asset left to his successor.
The current CEO of Apple has not been left blinded by the brilliant legacy of Jobs. The founder of the company recently came to appreciate the incremental nature of innovation in the second half of his life; one has the feeling that Cook understood and loves the process since birth. In the five years with Cook, Apple’s revenue tripled, its workforce increased to double and global reach has expanded rapidly. It is a striking record. Cook has shown great ability to achieve improvements across the company and then deploy these developments in a wider variety of software, hardware and services that Jobs got to have at their disposal. It will never be as powerful as Jobs, but it can be the perfect CEO for the monster that has become Apple.
In the minds of the people
Over the past year artificial intelligence-defined broadly as the ability of machines to “think” for us amounts of data- processing has become one of those technologies that capture the public imagination and everything that happens in this regard seems to be giving out Cupertino. In its recent conference application developers, Google promised to remodel several of its products around AI, play has been considered visionary.
Apple has been using various types of IA for years. Siri was released in late 2011, nine months before the Google Now for three years before Microsoft Cortana Amazon and Alexa. A Apple does not care who is ahead or who is behind. What matters to company executives it is the success that Apple has to bring its product to its customers continuous improvement. First, the company is constantly working to improve the underlying technology. Siri is the beneficiary of Apple try it as a service online continuously updated rather than something that is only updated with each new major release of the operating system. Customers realize that Siri can successfully answer a broader question variety. Now responds to 2000 million requests per week, twice a year
Second, Apple regularly looking for new things in which Siri can help those customers. On an iPhone, Siri handles voice commands and questions using my and finding answers. Carplay in cars equipped with the system data display on the board, the service recommended routes, find restaurants and performs other functions. Siri can be used with an Apple Watch and may also function to control the television remote control via your Apple TV.
For now, Siri is as good as any other existing alternative. If AI is becoming desirable for most customers, Apple, the company that supposedly comes so delayed, is what is best positioned to take advantage of the “moment IA”. None of its competitors offers a wide range of products and a history of great experiences for consumers. Apple Siri can put to work in all types of existing services and products. Customers will see the impact in the coming months when they can start using Siri on their Macs.
Integration
“People like things they can do now, not just think in them, “says Cook. “I’ve been thinking about the Jetsons since I was a kid But occasionally you want some of that fantasy come true That is that Apple stands.. In making products and bring them to you so you can be part of.”
in the mid-1970s, when repeat episodes of the Jetsons was common Saturday morning on TV, Steve Jobs and Steve Wozniak created Apple Computer with the goal to sell a new type of machine to an audience that included hundreds of people. To grow the company, its mission expanded. Jobs hoped the excellence of Apple personal computers could attract an additional 1% of the market, which would give financial stability to Apple. By the time Tim Cook became CEO, this concept of “Apple experience” and meant owning and use three Apple devices (iPad, iPhone and Mac) network with each other and with the Internet.
Now experience selling Apple has expanded beyond. As Eddy Cue, vice president of Apple’s software and Internet services, smiling so ambitious idea says. “We want to be there since he wakes up until he decides to go to sleep”
It is impossible to understand Apple’s future and the challenge of Cook without recognizing that the experience that Apple sells today is not just a collection of devices, but a network of hardware, software and services that is in turn connected to other networks my and services produced by other companies. To achieve its goal of serving its customers all day, Apple must do more to ensure that their products work brilliantly, you should also try to make it operate flawlessly with other networks. It should be a known, reliable player in ecosystems that are not yours.
Apple has an uncanny ability to extract revenue from the worlds that already has a role and future earnings will increasingly depend on this factor . Horace Dediu, an analyst Clayton Christensen Institute for Disruptive Innovation in Boston, estimates that Apple customers bring an astronomical sum of US $ 40 each per month to the company, compared with cents per month to receive Facebook and Google of yours and the few dollars a month you get Amazon. That is the result primarily of the expensive devices they buy their clients. But subscription services such as Apple Music and stored in iCloud are beginning to make significant amounts of money. Service revenues now account for 12% of Apple’s total sales, compared with 9% the previous year. In fact, Apple service revenues exceed total revenues of Facebook. And Cook says the company is just beginning. “I hope it’s huge,” he smiles, his tune Alabama more pronounced when giving this good news.
iPhone sales may have fallen one quarter, but the product is far from dead. Your ability to interact with other products is a strategic advantage and remains central.
It is entirely possible that Apple never again produce a product so universally desired as the iPhone. That does not mean that there will remain a great company. “The iPhone has entered into a market that was the largest of the earth for electronic devices,” Cook tells me when we finished the interview. “Why is that? Because eventually everyone in the world will have one. There are many things like that.”
Then Cook gives another concept that can be lost if one does not understand the care with which handles each word . “It’s hard to imagine a set in units of that size market.”
The rumors indicate that Apple is looking at new business. The media and entertainment is a global market of US $ 550,000 million. Global car business is US $ 3.5 billion. The annual global health spending is over US $ 9 billion. And while Apple currently can not master any of these arenas, do not forget that analysts at one time thought that Apple would take a hit if he could master a 1% of the business of mobile phones.
translation Gabriel Zadunaisky
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